How Perceptions of Travel Influencers on Instagram Affect Visit Intention? A Research on Generation Z from Zanzibar

Year 2022, Volume: 11 Issue: 22, 1 - 9, 31.12.2022

Safia Ujudi Mchavu , Issa Mussa Ali , Orhan Can Yılmazdoğan

Abstract

This study was carried out to measure the perceptions of the Z generation living in Zanzibar towards social media influencers and to try to understand how these perceptions affect their travel intention. For this purpose, research is a type of quantitative study in which data are collected using online questionnaires and analyzed using the SPSS 21 program. 530 young people aged between 18 and 25 living in Zanzibar participated in the survey, and these young people are social media users who follow travel influencers on Instagram. Correlation and regression tests were performed to determine the relationship between variables. Significant relationships were found between self-disclosure, influencer's self-reflection, attitude towards post and visit intention used in the research. The findings show that travel influencers on Instagram play an important role in encouraging young local tourists to visit local attractions, which is good for the local economy.

Keywords

Self-disclosure, Influencer, Attitude Toward Post, Visit Intention, Instagram, Gen Z, Zanzibar.

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